23rd September, 2026: BOYLE Sports has unveiled a new TV commercial and creative campaign starring football icon David Ginola, taking inspiration from Hollywood.
Produced by Boldspace and directed by Elliot Simpson, the film sees two football fans discussing BOYLE Sports’ new Squad Builder product. Before they can get very far, the action is interrupted by Ginola.
The French star takes over, speaking directly to camera to explain Squad Builder himself, echoing the cult celebrity cameos famously featured in the Oscar-winning film The Big Short.
The result plays with the conventions of the traditional betting advert, combining cinematic storytelling, humour and Ginola’s unmistakable personality to introduce the product.
Squad Builder is the latest addition to the BOYLE Sports sportsbook and offers a new way for customers to bet on football. Customers select between two and five players across all the major leagues before choosing from seven statistical targets, including goals, assists, shots, tackles and cards. Rather than each player having to hit an individual target, their performances combine towards one overall squad total.
Gill Blake-Swift, Director of Brand at BOYLE Sports, said: “We wanted to create something that people would genuinely enjoy watching; a piece of entertainment first, not simply another betting advert. We saw Squad Builder as an opportunity to push the creative further, with more confidence, personality and cultural relevance.”
“David has the charisma to make the idea work immediately and the inspiration behind the film gives us a brilliant way of explaining a new product without making it feel like a demo.
“This is the kind of creative territory BOYLE Sports wants to occupy. We are building a brand presence that feels distinctive beyond our category and earns attention in its own right, while still being unmistakably BOYLE Sports and rooted in our brand mantra of ‘Back Yourself’.”
The new campaign further strengthens the BOYLE Sports ‘Back Yourself’ brand positioning, bringing the confidence at the heart of the brand to life through a bold and cinematic creative approach. It comes as BOYLE Sports continues to bolster its commitment to English domestic football, following recent agreements to become Official Betting Partner of both Leeds United and Nottingham Forest, alongside the continuation of its front-of-shirt sponsorship with West Ham United.
A variation of the campaign will see Ginola explain the operator’s Early Payout offer, where football bets are settled if a team goes two goals up at any point in the match, even if they go on to draw or lose.
The campaign, with 60-second and 30-second versions, will roll out across TV, VOD, digital, social and customer-facing channels from 23rd September.
About BOYLE Sports
BOYLE Sports is an international sports betting and gaming company, with an extensive online business and retail portfolio. Founded by John Boyle in 1982, the Irish family-owned firm has grown to become Ireland’s largest independently owned bookmaker and has over 400 shops across Ireland and the UK. Its Head Office is located on the outskirts of Dundalk in the Republic of Ireland, and the company currently employs over 2,700 employees across Ireland, the UK and Gibraltar.
About Boldspace
Boldspace is a branding, creative and PR agency making an objective, positive impact by building meaningful brands and creating bold communications. Boldspace fuses the finest strategic and creative minds with its award-winning proprietary AI and analytics platform Boldstream™.
